The research, by market research company Vypr, also indicated that food and drink inflation is shaping consumer attitudes. In 2022, 61% said that they would be prepared to pay more for HFSS products. A key difference emerging over the last three years since HFSS location-based restrictions were implemented is that consumers are placing higher importance on healthier foods. Two-thirds (67%) of those questioned by Vypr said they were not aware of the plans to ban volume promotions on HFSS products, but they are supportive. When asked which types of products should be banned from volume promotions, 46% said fizzy drinks, followed by 34% suggesting cakes and biscuits.